StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The UK TV Advertising - Case Study Example

Cite this document
Summary
The present case study "The UK TV Advertising" dwells on the UK TV that comprises of different channels including the BBC networks, the commercial networks, the cable, and the digital satellite television. Reportedly, traditionally a British family spent its evenings slumped in front of the TV…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.8% of users find it useful
The UK TV Advertising
Read Text Preview

Extract of sample "The UK TV Advertising"

The UK TV comprises of different channels including the BBC networks, the commercial networks, the cable and the digital satellite television. Traditionally a British family spent its evenings slumped in front of the television but this has changed dramatically. Even though the TV is still on the entire evening, people are busy talking on the phone or surfing the internet, which makes the exact figures difficult to arrive at. In 2007, 16-24 year olds remained glued to their TV sets for about 150 minutes a day which is ten minutes less than five years ago (Wray, 2008). People over 65 spend five hours a day watching TV perhaps because certain channels are free for them. Most of the adults between 24 and 65 that spend time on the television, are not actually watching the programs or the ads but are doing some other work simultaneously like talking on the phone or surfing the internet. The table demonstrates how much time people spend in different activities in the UK: Source: (ONS, 2006). The three main activities that take up the day include sleeping working and watching TV and men are more likely to watch TV than women. Adults over the age of 16 spend under three hours watching the television and the 24-65 year olds fall under the same category of viewers. The following chart shows that watching television is the most common activity by most people in the UK: Source: ONS, 2008 The following table gives a comparative chart of viewership in total TV and heritage TV: According to this, 66% of the adults between 25-64 years of age watch TV regularly, while a higher percentage watches the heritage TV among the 45-64 age groups than those between 25-44 age groups. With the reduction in television viewing, naturally the advertising on television also suffers. The following chart shows the TV audiences by channel between 1985 and 2003: Source: Ofcom, 2004 With switchover to digital TV all the households will have access to multi-channel and this will affect the viewing behavior. it is expected that over the next decade multi-channel TV viewer ship will increased while the BBC and the traditional channels will decline. It is expected that the position will be thus: Source: Ofcom, 2004 UK television advertising is regulated when it comes to minutes per hour and hence the cost of advertising increases. The TV advertising market has two differentiated products - advertising on the traditional commercial channels (Channels 3, 4 and 5) and the multi-channels which includes all other commercial channels. Due to economic conditions and declining audiences, the advertising revenues have declined. There has been a shift from traditional channel viewing to commercial multi-channel viewing which has also impacted the value of TV advertising revenues. The TV has also reduced in its attractiveness as an advertising medium. Because of declining audiences the price of traditional channel advertising has received a boost which means it costs more to deliver to the same audience (PWC, 2006). The advertising budget remains the same but the impacts are fewer. At the same the trend towards watching multi channels is increasing and hence the costs become spread out. The cost of 30 seconds of television advertising now costs just '4.81 per thousand adults and this works out to 29pc cheaper than in 2000 (Mason, 2008). Digital spin-off channels are expected to increase their advertising revenue by ten percent but this will not be able to compensate for the terrestrial channel advertising like the ITYV1, channel 4 and channel 5. The most popular and traditional TV channels are ITV1, Channel 4 and Five and the cost of advertising is the highest for ITV1. Some of the most popular TV channels with the cost of advertising are: * itv1 + GMTV 48.5p * BBC ONE 35p * Channel 4 18.7p * Sat and cable 16.8p * BBC TWO 12p * five 7.7p * BBC THREE 2.5p * BBC FOUR 1.3p * S4C 0.3p Source: Glen, n.d. The television advertising revenue is expected to fall for all channels and by 6 and 7% for channels like ITV1, channel 4 and 5 which are the most popular channels for consumer advertising (PR-inside, 2008). This is the reason the rates per viewer is also high as companies want to protect their brands. This means advertisers have excellent oppurtunities in the forthcoming year as the cost of TV advertising falls to its lowest since 1992. At the same time, it is also expected that there will be switchover to cheaper mono ads with lower color revenues. This is expected across all major channels. Advertising for different products has unwritten rules and conventions that it must pride itself in. Chocolates have several different avenues or channels for advertising and the most popular is the ITV1. A company or a product or a brand usually associates the viewers in line with its product quality and hence is willing to spend more per viewer. Since chocolates are a luxury item and the brand name has to remain intact, a chocolate company would not mind spending huge amount in television advertising campaign (Independent, 2007). It is essential to scrutinize the consumer behavior and the product use should be closely studied. Nowadays advertising does not talk about the product but about the benefit that the consumer would derive from the use of product. Channel 4 is another popular channel among the young group and chocolates advertised in this channel could also reap results for the company. The cost of advertising is high which indicates that the impact is high and the viewer ship is also high. Channel 4 is very alert to rating and is very careful of its viewer ship. According to the television rating Channel 4's weekly reach is 70% which means C4 reaches 70% of all viewers weekly (Channel4, n.d.). It has also been found that adults view Channel 4 for 11% of their viewing time. During downturn a company should not push back or cut back on its advertising revenues because it adversely affects the brand. References: Channel4 n.d., 'Television ratings', retrieved online 06 December 2008, from http://www.channel4.com/culture/microsites/W/wtc4/audience/tvratings.html Glen, RG n.d., 'The True Cost', retrieved online 06 December 2008, from http://www.transdiffusion.org/emc/thirdprogramme/cost.php Independent, 2007, 'Advertising: Spot the link between a gorilla and chocolate', retrieved online 06 December 2008, from http://www.independent.co.uk/news/media/advertising-spot-the-link-between-a-gorilla-and-chocolate-448699.html Mason, R 2008, 'TV advertising now cheapest on record', retrieved online 06 December 2008, from http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/3437837/TV-advertising-now-cheapest-on-record.html Ofcom, 2004, 'Economic Analysis of the TV Advertising Market', retrieved online 06 December 2008, from http://www.ofcom.org.uk/research/tv/reports/tvadvmarket.pdf ONS, 2006, 'Time Use Survey', retrieved online 06 December 2008, from http://www.statistics.gov.uk/cci/nugget.asp'id=7 ONS, 2008, 'Lifestyles', retrieved online 06 December 2008, from http://www.statistics.gov.uk/CCI/nugget.asp'ID=1659&Pos=6&ColRank=2&Rank=224 PR-inside, 2008, 'TV advertising revenues in the UK will fall by '198m (-6%) in 2009', retrieved online 06 December 2008, from http://www.pr-inside.com/tv-advertising-revenues-in-the-uk-r906792.htm PWC, 2006, 'UK TV Advertising: Structural decline or cyclical blip'' retrieved online 06 December 2008, from http://www.pwc.com/Extweb/pwcpublications.nsf/docid/B713796EFAD5F58F8525727A0007C75E/$FILE/onmedia.pdf Wray, R 2008, 'How we watch now: tune in, log on, call up', retrieved online 06 December 2008, from http://www.guardian.co.uk/media/2008/aug/14/ofcom.digitaltvradio Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(The UK TV Advertising Case Study Example | Topics and Well Written Essays - 1750 words, n.d.)
The UK TV Advertising Case Study Example | Topics and Well Written Essays - 1750 words. Retrieved from https://studentshare.org/media/1532205-television-in-uk
(The UK TV Advertising Case Study Example | Topics and Well Written Essays - 1750 Words)
The UK TV Advertising Case Study Example | Topics and Well Written Essays - 1750 Words. https://studentshare.org/media/1532205-television-in-uk.
“The UK TV Advertising Case Study Example | Topics and Well Written Essays - 1750 Words”, n.d. https://studentshare.org/media/1532205-television-in-uk.
  • Cited: 0 times

CHECK THESE SAMPLES OF The UK TV Advertising

The Success of Information Media

The fragmentation of audiences that has already occurred means that Public Service Broadcasting tv channels can no longer command large audiences unless there is some national event that interests everyone and the huge audiences of the past, for example, for the Christmas Morecambe and Wise Shows or the final series of Only Fools and Horses, will be impossible in the future and only on the great state occasions of national interest, where coverage is exclusive or shared by one or two channels, will large audiences be achievable (Media Watch U....
7 Pages (1750 words) Case Study

Media Strategies for Nescafe in the UK

Mix… advertisement for Nescafé in the uk will specifically involve integration of the following forms of media: 1.... print media. As such, this paper will demonstrate how Nescafé products will be promoted in the uk through First, the company's promotional message will be explored to establish the quality of content in Nescafé's advertising campaign.... Because of this, Nescafé will showcase in TV, print, and radio advertisements in major broadcast networks in the uk....
4 Pages (1000 words) Essay

MoD 3 Case Assign Promotion; Advertising, Selling

Since the promotion was to be in form of mobile content and in online sites such as YouTube and Facebook, the choice of this generation, which is also referred to as the millennials is perfect due to their comfort in using technology (Digital marketing works better for Millennials than tv, 2012; Zeng, Huang & Dou, 2009).... These facts on male usage of mobile phones were corroborated by research that was conducted in France, Germany, Italy, Spain and uk which found out that for every female that accessed mobile banking, there were twice as much men who accessed the service; this proved that mobile usage among men was higher compared to that of women....
4 Pages (1000 words) Essay

T-Mobile Television Advertising

This paper explores the topic of television advertising while paying particular attention to its meaning and drawing examples from the T-Mobile television advertisements as well as the Saatchi & Saatchi advertising agency, and their work with T-Mobile. Television advertising… ers to marketing approach of placing a commercial program on television; organizations produce and pay for advertisements to be broadcast on TV to convey certain messages for the sole purposes of marketing their products or services to the prospective consumers....
4 Pages (1000 words) Essay

Marketing Communications: Honest Tea Leaves You Feeling Refreshed

The aim of this paper is to identify the success of the Honest Tea, the brand which has created a great impression among the consumers in the uk.... According to the uk standards, the Honest Tea should be consistent to maintain all the norms and the restrictions to practice the ethical approach towards the advertising and the effective marketing communications.... This paper would try to find out how vital are the importance of the legal aspects and the voluntary controls under uk norms for marketing communication....
13 Pages (3250 words) Case Study

The IMC Strategy for the New Peperami Roller

or advertising through TV, channels like BBC 1, 2 and 3 have been selected.... For example, many teenage do not like to watch tv instead they prefer to hang out with their friend.... or developing the IMC strategy for Peperami, the 'teenage males' of uk has been targeted....
10 Pages (2500 words) Research Proposal

The External Factors that Affect Meixian TV and Its Strategies

Due to its promotions in consumer electronics the uk is renowned for its innovations in engineering, electronic designs and optoelectronics as it serves a hub for the technological excellence in consumer electronics.... The paper "The External Factors that Affect Meixian tv and Its Strategies" states that the approach Meixian tv would adopt for branding would be that of the Inducer, whereby the customer attention would prominently be achieved with the “newness” being offered in the product....
16 Pages (4000 words) Research Paper

European Union Television Media

the Kanal 5 established in the uk but targeting Sweden and the RTL9 established in Luxembourg and targeting France and Switzerland; those that are established outside Europe but broadcast through European satellites e.... elevision in the United KingdomAudience fragmentation for the television market in the uk is commonplace because of the availability of big number of channels (400).... TV Globo International and the HBN Herbalife; those channels tailored for a particular market but their ad hoc advertising windows and/or programs let them be perceived as for one or more neighboring markets e....
8 Pages (2000 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us